withdrew from this year's Spring Festival, was re-released on March 15. However, this move did not allow the film to successfully counterattack. According to Maoyan Data Professional Edition, as of March 20, the film's cumulative The box office was 92.182 million yuan. Excluding the 84.121 million yuan box office already achieved during the seven-day Spring Festival period, the box office on the first day of release was only 2.45 million yuan. The box office for the six days of re-release was only 8.06 million yuan. This is a repeat of the 2023 movie " China Ping Pong". The dismal situation after the withdrawal and re-release of "The Jedi Strikes Back " has also brought a certain amount of vigilance to the industry.
The movie "Mr. Red Carpet" tells the story of superstar Liu Weichi who, in order to win the title of Best Actor, teamed up with the director played by Ning Hao to create a rural-themed movie, but unexpectedly triggered a series of hilarious and absurd events. This film is the first time Ning Hao and Andy Lau have worked together as directors and actors in 17 years since they met in the movie "Crazy Stone ".
The reporter saw that the Douban score of "Mr. Red Carpet" was 6.8. Some viewers believed that Ning Hao's authorship and high-end sense were the advantages of the film, but it also caused "unpopularity". Some viewers believe that this is a movie expressed by the author, and the output point of view is stronger than the story. Although Ning Hao has unique perspectives and ideas, while trying to create a "sensation of high-end", he has not given up his desire for box office. It's not a very good balance. In addition, some viewers felt that the overall pace of the film was slow and the conflicts were not presented in a dramatic way. Compared with Ning Hao's previous down-to-earth commercial films, this film made people uncomfortable.
It seems that everyone can get a share of the Spring Festival every year, but in fact, stronger competitiveness and more precise positioning are needed. Yin Hong, a professor at the School of Journalism and Communication at Tsinghua University, believes that the schedule has both market logic and audience psychology. Only by taking the audience seriously and studying the audience can we win with audience approval. Judging from the excellent performance of " Hot and Spicy ", " Speeding Life 2", " Article 20 " and " Bears Haunted " in the Spring Festival stalls, they are not only of high quality, but also capture the core movie viewing of the Spring Festival stalls main demands. This year's Spring Festival, on the one hand, films such as "Hot", "Flying Life 2" and "Article 20" are based on family comedy elements, which are highly suitable for the movie-watching atmosphere during the schedule. On the other hand, they realize the impact on society and personal destiny. The care and thinking about growth are rooted in reality and warm the audience. At the same time, these high-quality contents highlight the professional, pure and sincere creative style, which has been highly recognized by the audience.
If the frustration of "Mr. Red Carpet" stems from the inconsistency with the tonality of the Spring Festival release, will there be any hope after it is withdrawn and re-released? In fact, "Mr. Red Carpet" did not usher in its own spring after its re-release on March 15. Judging from the box office performance on March 20, the popular film "" and the Hollywood blockbuster " Dune 2" occupy a strong position in the box office list, while "Mr. Red Carpet" has a single-day box office of only 456,000 , not only lost to "Brilliant Her" and "My Lost You" which were almost in the same period, but also once again encountered "Article 20", "Flying Life 2" and "Hot and Spicy", and the box office lagged behind these few An "old rival" during the Spring Festival.
People in the industry believe that although the quality of "Mr. Red Carpet" is not bad, the audience has no choice but to lack curiosity about the film. If the "test water" during the Spring Festival period with huge audience traffic is not successful, then how can the audience be motivated? Going into the theater again, this is like a rush, then decline, and three exhaustions. Since "Mr. Red Carpet" failed to be recognized during the time period that attracted the most attention and the largest marketing investment, then , it is no longer realistic to expect to take off with the help of second-round re-releases.
The withdrawal incident that is almost the same as "Mr. Red Carpet" is the 2023 movie "China Ping Pong: Jedi Counterattack". The film can be described as a sports-themed work. It was released on January 24, 2023, the third day of the Lunar New Year. After receiving a box office of 40 million, it was urgently withdrawn from the Spring Festival schedule and adjusted to a small-scale screening starting from the fifth day of the Lunar New Year. It will be released again on the 17th. After the re-release, the performance of "China Ping Pong: Jedi Strikes Back" was still poor. On February 17, the day the film was released again, it only received a single-day box office of 8.3 million. The final cumulative box office of the film was 100 million.
Previously, outsiders believed that exchanging time for space for withdrawing and re-released films may bring buffers and pave the way for re-releases. However, the current case shows that the withdrawal itself has more helpless elements and the possibility of "successful counterattack" Not big.
There is also a withdrawn film " Let's Shake the Sun Together " that was released during the Spring Festival. It will be re-released on March 30. At that time, the main producer Fang Lianrui Pictures announced that the last day of screening of the film will be February 15 and will be withdrawn later. Out for Spring Festival. This film is adapted from the documentary article "The Most Utilitarian Marriage Deal, the Most Emotional Eternal Promise". It tells the story of two seriously ill young people who made a brave "life and death agreement" to overcome the gloom of fate and finally see the sunshine of life. This film is the final chapter of director Han Yan's life trilogy. The previous two works are "Get Out, Mr. Tumor" and "Send You a Little Red Flower".
Director Han Yan is good at facing the ultimate proposition of life based on cold philosophical thinking. "Let's Shake the Sun Together" makes people see a bright color in the darkness, love and cherishment in the pain. The film's Spring Festival box office total is 96.25 million, and the Douban score is 7.9 points. However, due to the heavy subject matter, the Spring Festival period It was not attractive enough to the audience at the time, so it was released at a selected time. Will it be able to create miracles after the re-release? It remains to be seen.
Text/Beijing Youth Daily reporter Xiao Yang
